Further to my article on the need for BJP to take it message to the farmers through BJP’s organisational mechanism than just the government mechanism, it was great to see BJP’s national executive meet in Bengaluru decided to take the disinformation campaign head-on and mobilise its cadre to spread right message. (I am in no way suggesting that BJP people read or took note of my article)

“All party members would be going out to explain the public on the contents of the land bill. The intention of the government is to help farmers,” Union minister Nirmala Sitharaman told reporter.

There is need to articulate this campaign by addressing three key areas :

You can not ally the fears, but can only create hope : One of the important things in communication is that the more you talk about ‘removing the fear’ more it gets reinforced. Only way you can overcome the fear is by offering something positive. I think it would be important to talk about what the farmers would be getting than by what they would be losing. It would be important to talk about not just the one time compensation, but more importantly, how they and their next generation would be taken care of ( though I have not read all the provisions of the bill and farmers compensation, I am sure there must be enough financial compensation – such as insurance policies, re-employability, etc that need to highlighted ). The fear in farmer’s mind is questions about honourable livelihood for next generation and about the status in the society without a land ownership. These needs to be addressed through the provisions of the act. Give them a hope of better life without taking away the status.

Set a positive example as early as possible : Nothing succeeds like success. A successful example of a large project coming up on a land acquired by the government. And the project that would have all the elements such as non irrigation land being acquired, farmers getting much more than market valuation, farmers getting honourable livelihood and next generation is assured of good lifestyle, would change the whole atmosphere. It would take away opposition’s claims and it would also restore confidence in farmers and in people of India in general.

In view of the hue and cry being made by the opposition parties on land bill reforms, I feel it is important that BJP should take the fight head on and not depend only on PM Modi ji to reach out to the farmers. Let me explain why I say so.

I think the Indian politics has changed for better and changed forever from the days when government could take it for granted that only time they have to face the people is only after 5 years. Governments of the day are not even getting one full year as its honeymoon period, people are in a hurry to demand the changes (that they waited for 60 years). The modes of communication in the 24×7 TV reporting, social media etc have set the governments on its toes and hence if there is any (real or perceived) disquiet in the country about Government’s decision, it should immediately reach out to the people.

But I think that to reach out to the people only government mechanism is not good enough. Number one, government mechanism is busy implementing policies and it takes time to show results. Number two, government mechanism (bureaucracy ), largely, is not geared up to communicate. And lastly, bureaucracy itself needs to be educated about Government’s message.

In the face of it, the mantle falls on the political arm of the government to communicate and be in touch with the people all the time. There are other benefits of doing this :

What was the biggest strength of BJP when it won 2014 elections? It was the support of aam aadmi, it was the support from BJP’s non traditional vote bank i.e. the rural India, it was the votes of the financially weaker section of the society. Today, opposition along with some media is creating a perception that farmers and aam aadmi is unhappy with the Government. If BJP (not government machinery and ministers only) reaches out to these people and communicate directly, opposition which is sitting only in Delhi would have nothing to talk about.

Secondly, with the last 10 years of corruption and 60 years of Congress party rule, people have become weary of governments in general and they embrace the ‘Andolan’ more readily than the government’s narrative. Though, in case of land reforms bill, opposition has not been able to mobilise any protests, it has been successful in creating a perception that people (aam aadmi / farmers) are not happy with the bill.

Modiji’s ‘Mann Ki Baat’ on 22nd March was an excellent talk and it tried to dispel many myths, it tried to give positive side of the bill and it also communicated government’s resolve and sincerity to work in the interest of farmers. But now, I feel, people would view his talk more as a government’s position, still doubting its intentions and may not embrace it fully.

Instead of waiting for something (protests) to happen (opposition it likely to manufacture some form of protests and amplify it) and then go out explaining government’s stand, I think it would be better for the BJP to create its own Abhiyaan and I am suggesting a name – “Maati Se Moti” ( माटी से मोती). The narrative could be to establish connects with the farmer and discuss how to make most out of the farming land, how we can make better India through agriculture produce, what all government is doing for farmers etc. This way the discussion is more positive, it is about their welfare and BJP / Govt is not defending its position.